Social Media Update Q3 2022

TikTok Copies BeReal, Instagram Shifts Commerce Strategy, YouTube Courts Creators

Report by Jasmine Enberg, Jeremy Goldman, and Zak Stambor  | Oct 12, 2022
Download
Report
The One-Pager
Share
Table of Contents
Executive Summary
Meta: The Company Cuts Budgets Amid First-Ever Revenue Decline
Facebook: In With Multiple Identities and Out With Live Shopping
Instagram: The Company Pivots Its Social Commerce Strategy and Doubles Down on Video
Snapchat: The App Chases Engagement With Snapchat+ and BeReal-Like Features
TikTok: The Most Copied App Becomes the Copycat
Twitter: Musk Drama Takes a Toll on Its Ad Business
YouTube: The App Courts Creators to Grow Shorts and Shopping
Read Next
Sources
Media Gallery
About This Report
In this report, we look at the most important updates for social platforms in Q3 and how those changes will affect marketers. For the first time, we’re including updates for YouTube as well.
Topics
Social Media Usage
Social Commerce
Social Media Ad Spending
United States
Worldwide
Table of Contents
Executive Summary
Meta: The Company Cuts Budgets Amid First-Ever Revenue Decline
Facebook: In With Multiple Identities and Out With Live Shopping
Instagram: The Company Pivots Its Social Commerce Strategy and Doubles Down on Video
Snapchat: The App Chases Engagement With Snapchat+ and BeReal-Like Features
TikTok: The Most Copied App Becomes the Copycat
Twitter: Musk Drama Takes a Toll on Its Ad Business
YouTube: The App Courts Creators to Grow Shorts and Shopping
Read Next
Sources
Media Gallery

Executive Summary

This is the latest installment in an ongoing series of updates for the major social media platforms; for the first time, we’re including updates for YouTube as well. The goal of each report is to provide a summary of key developments and their implications for marketers.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How do TikTok’s, Instagram’s, and Snapchat’s BeReal clones stack up?
  2. How are the mounting Elon Musk problems affecting Twitter’s business?
  3. How is YouTube using creators to help grow Shorts and shopping?

WHAT’S IN THIS REPORT? Key developments for Facebook, Instagram, Snapchat, TikTok, Twitter, and YouTube during Q3 2022, and how brands and marketers can navigate those changes.

US Social Commerce Buyers, 2019-2025 (millions, % change, and % of US social network users)
E-Mail ChartDownload

KEY STAT: Instagram’s social commerce pivot (which includes removing the Shopping page) comes amid a slowdown in social buyer growth. We expect US social buyers to rise by 5.9% to 102.6 million in 2022.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

1chart

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Meta: The Company Cuts Budgets Amid First-Ever Revenue Decline
  3. Facebook: In With Multiple Identities and Out With Live Shopping
  4. Instagram: The Company Pivots Its Social Commerce Strategy and Doubles Down on Video
  1. Snapchat: The App Chases Engagement With Snapchat+ and BeReal-Like Features
  2. TikTok: The Most Copied App Becomes the Copycat
  3. Twitter: Musk Drama Takes a Toll on Its Ad Business
  4. YouTube: The App Courts Creators to Grow Shorts and Shopping
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

US Social Commerce Buyers, 2019-2025 (millions, % change, and % of US social network users)

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Jasmine Enberg, Jeremy Goldman, and Zak Stambor

Contributors

Daniel Konstantinovic
Analyst
Rachel Wolff